Amazon’s Prime Day Drives Shoppers to Other Retail Sites Too

June 29, 2017

By: Matt Lindner

Digital Commerce 360 - Experts caution retailers against getting into a price war
with Amazon on Prime Day and encourage them to think about the long game.

"In a broader sense, Prime Day encourages people to shop online," says Mayukh Dass,
an associate professor of marketing in the Rawls College of Business at Texas Tech
University. "Customers will focus on products on the Amazon website, but not all products
are attractive. This may push customers to check out other retailers."

Shoppers can expect other retailers to follow suit with promotions, much as they have
in the past.

Last year, 23 of the 50 largest non-Amazon retailers in the U.S. ran an online sale
in conjunction with Prime Day, including the likes of Wal-Mart Stores Inc. (No. 3),
Dell Inc. (No. 4), Macy's Inc. (No. 6) and Kohl's Corp. (No. 18). None directly mentioned
Amazon in their promotions, although Best Buy Co. Inc. took a not-so-subtle jab in
its marketing messaging, specifying that its promotion was "Deals for all. No membership
needed."